Suspicion is a search term. Somebody paying a monthly fee and seeing nothing move types exactly that, and a page addressing it directly reaches a buyer with budget already allocated to the problem.
Audits are compared on scope and price. What is examined, how long it takes and what arrives at the end is what separates a genuine assessment from a template, and publishing that detail wins the comparison.
In-house teams look for reassurance and training. A marketing manager who inherited a website wants to know whether their plan is sensible and how to argue for it internally, which is a very different engagement from delivery.
Platform knowledge attracts precise enquiries. A particular content system, a migration in progress or an international setup brings people whose problem is specific enough that generalists cannot help them.